New protein is one of the most discussed topics in the global food industry. However, there is no international conference in Europe featuring the most important developments in plant-based foods and cultured animal products.


The ProVeg New Food Conference will be a unique event focusing on consumer acceptance of these new foods, shaping the changing European food industry, and raising positive media attention and public awareness around the issue. We also want to promote networking among our industry partners as well as stimulate critical discussion. To this end, we will be bringing together international stakeholders from the food industry, along with startups, investors, and social and natural scientists, as well as the media, politicians, and consumer organisations.


21 March


8:30 – 9:30 am

Registration and snacks

9:30 – 9:40 am

Welcome and introduction

Sebastian Joy

Sebastian Joy

Co-founder and CEO of ProVeg International

9:40 – 10:00 am

Gaining momentum: growth, trends, and developments in the plant-based food sector

Euromonitor will give a broad overview of recent plant-based industry trends in Europe. What is the size of the plant-based meat and dairy sector? What will be driving European consumers and brands to embrace a plant-based lifestyle in 2019? What kind of developments can we expect in the future?

David Ingemar Hedin


Senior Foods Analyst at Euromonitor

10:00 – 10:20 am

Protein powerhouse: a cultural, historical, and future view of the European market

The history of plant proteins across Europe and the world is diverse. What are the driving forces behind these recent trends? Hanni Rützler will give an overview on food trends such as flexitarianism, soft health, spiritual food, beyond food, and healthy hedonism. She also reflects on the connection between vegetarianism and the increasing interest in protein-rich food which is forcing the development of new plant-based foods.

Dr Hanni Rützler


Nutritional Scientist

10:20 – 10:40 am

Let’s talk science: plant-based proteins and the latest research

How are plant-based meats and proteins developing? What are the latest research findings in the science and technology behind plant-based meat? And are plant-based meats always more sustainable than conventional meats?

Prof. Dr Atze Jan Van Der Goot


Wageningen University

10:40 – 11:30 am

Networking and coffee break

11:30 – 11:50 am

Ditching dairy: a success story about shifting the market paradigm

Caroline Zimmer, Founder and Managing Director of E.V.A GmbH, uses the practical example of the Simply V brand to show how an encounter with a new type of ‘cheese’ can succeed, and not only within the limited target group of vegans. Representing a paradigm shift in the dairy industry – and also an important step towards a more sustainable world – Simply V became the market leader and a key driver in German food retailing in just 12 months.

Caroline Zimmer


CEO of Simply V

12:10 – 12:30 pm

From the known to the unknown: attractive meat alternatives building the bridge to a plant-based future

In recent years, more and more attractive meat alternatives have come on to the market, providing a taste and texture very close to conventional meat products. These products are central to the ongoing shift to a plant-based raw material basis for food production. They provide sensations with which consumers are familiar and gently guide them “from the known to the (today still) unknown”.

Dr Matthias Moser


CEO of Hydrosol GmbH & Co. KG

12:30 – 1:00 pm

Starting up strong: innovations in the plant-based startup market

Numerous startup pitches and snap talks about the latest disruptive products and technologies.


1:00 – 2:15 pm

Networking and lunch break

2:15 – 3:05 pm

Investing in a plant-based future: criteria and trends

What are the criteria for investing in plant-based meats and other alternatives? Which areas are underfunded at the moment? What are investors looking for in 2019 and beyond? What types of investments do food startups seek and what helps them become most successful?

Lisa Feria


CEO of Stray Dog Capital

Claire Smith


CEO of Beyond Investing

3:05 – 3:25 pm

What is driving the increased consumer desire for plant-based foods – and how to encourage it?

What psychological and social factors determine whether animal-free products will be adopted? What can we learn from historical social and technological movements to create advocacy and marketing which will encourage their adoption?

Kelly Witwicki


Co-founder of Sentience Institute

3:25 – 3:40 pm

Motivating sustainable food choices: The role of nudging


Armando Perez-Cueto


University of Copenhagen

3:40 – 4:10 pm

Retail psychology: how to market plant-based foods and what is required to successfully take a new product to market

What’s the ideal product placement for plant-based foods? What can retailers do to increase sales? Which companies represent successful examples of best practice and what makes them successful? This panel will cover marketing strategies, the latest retail trends, and attempt to answer the question: “What are consumers really looking for?” We will also touch on an international comparison and look at the practices of supermarkets versus discounters.

Joep van Straalen


Co-founder of NextFoods

Mahi Klosterhalfen


CEO of Albert Schweitzer Stiftung für unsere Mitwelt

4:10 – 4:30 pm

Networking and coffee break

4:30 – 5:00 pm

MAXimize your success: How to implement sustainable concepts in the food services sector

How can sustainable food concepts be implemented in the corporate world? How does consumer acceptance come about? What is the responsibility of modern industrial food companies? Can this be reconciled with corporate objectives and can it contribute to long-term corporate performance? The Swedish fast food chain MAX Burgers is the oldest burger chain in Sweden. The family-run business was named one of the world’s Ten Most Innovative Companies in Food in 2011 by Fast Company. MAX garnered a great deal of international publicity when, in 2008, they became the first fast food chain in the world to carbon-label their entire menu. MAX’s goal is for every second meal sold in their restaurants to consist of something plant-based by 2022.

Jonas Mårtensson


Head of Product Development and Head Chef at MAX Burgers

5:00 – 5:30 pm

You name it: labels and designations on plant-based products

Felix Domke will discuss the EU legal framework surrounding denominations of plant-based alternatives, as well as how they should ideally be named. Julia Schneider will give an overview of the criteria for getting new plant-based products labelled and discuss quality control and consumer acceptance using the example of the V-Label.

Felix Domke


Head of Public Affairs at European Vegetarian Union

Julia Schneider


Head of V-Label Germany

5:30 – 5:45 pm

Summary and feedback

5:45 – 9:00 pm

Networking evening Kalkscheune


22 March


9:00 – 9:30 am

Registration and snacks

9:30 – 9:40 am


Sebastian Joy

Sebastian Joy

Co-founder and CEO of ProVeg International

9:40 – 10:10 am

A peek behind the scenes: the latest scientific progress on clean-meat challenges

The history of plant proteins across Europe and the world is diverse. What are the driving forces behind these recent trends? Hanni Rützler will give an overview on food trends such as flexitarianism, soft health, spiritual food, beyond food, and healthy hedonism. She also reflects on the connection between vegetarianism and the increasing interest in protein-rich food which is forcing the development of new plant-based foods.

Dr Mark Post

Mark Post

CSO of Mosa Meat

10:10 – 10:25 am

A taste for meat: how to flavour cultured meat products for the mainstream market

Prof. Nahmias will discuss the challenges in meeting the aroma, taste, and cost benchmarks in bringing cultured meat products to the mainstream market. The talk will focus on emerging manufacturing strategies, particularly the distributive manufacturing approach of Future Meat Technology.

Prof. Yaakov Nahmias


Founder and CSO of Future Meat Technology

10:25 – 10:50 am

Without the catch: Finless Foods discuss cell-based seafood alternatives

We will hear about different methods for conducting research in the cell-based fish sector, and how Finless Foods was born from some notes on a few napkins in a bar in Manhattan to an R&D powerhouse leading the charge on cell-based seafood. We will also hear about the advantages and disadvantages of working in fish systems, both in terms of regulation and science. Lastly, why will people switch to cell-based fish over conventionally farmed fish? How can we ensure a smooth transition away from animal farming and towards an option that is better for everybody?

Michael Selden


CEO Finless Foods

10:50 – 11:30 am

Networking and coffee break

11:30 – 12:00 am


12:00 – 13:00 pm

Starting up strong: innovations in the cell-based startup sector

Numerous startup pitches and snap talks about the latest disruptive products and technologies

Benjamina Bollag


Co-founder and CEO of Highersteaks

1:00 – 2:30 pm

Networking and lunch break

2:30 – 2:50 pm

Clean meat and the public perception: overcoming scepticism

A systematic review of the research on public perceptions of clean meat, this talk explores who the early adopters of clean meat might be, the importance of perceived benefits and barriers, how messaging and nomenclature shape public perceptions, and the market for clean meat in various countries around the world

Dr Chris Bryant


Barth University

2:50 – 3:10 pm

How much is the dish? On the environmental impact of new protein sources

Livestock production is one of the main drivers of environmental degradation, including climate change, land-use change, loss of biodiversity, and the pollution of air and waterways. Cellular agriculture technologies use cellular cultures for producing replacements for livestock products, and could thus reduce the need for animals in food production. This talk presents the current state of research on the potential of cellular agriculture products to reduce the environmental impacts of livestock production.

Dr Hanna Tuomisto


University of Helsinki

3:10 – 3:30 pm

New foods, new risks: ensuring consumer safety of novel foods

What is novel food? What are the criteria for guaranteeing consumer safety? What are the conditions for new plant-based foods? What is so special about cultured meat? What methods maximise marketability?

Jens Karsten


Lawyer at European Vegetarian Union

3:30 – 4:00 pm

Networking and coffee break

4:00 – 4:45 pm

But what about the farmers?: how to meet the economic and social challenges of a changing industry

What will animal breeders’ involvement in this emerging field look like? What kinds of opportunities are there for farmers in plant breeding or cultured animal products? How to make this profitable for farmers and their businesses? What changes in the food system and agricultural policies are needed, and how can collaboration work?

Dr Hanna Tuomisto


University of Helsinki

Dr Cor van der Weele


Wageningen University

Dr Arianna Ferrari

Arianna Ferrari

Adelphi Research

Illtud Llyr Dunsford


agricultural consultant and CEO of Charcutier LTD

4:45 – 5:15 pm

Summary and feedback


Rügenwalder Mühle

Rügenwalder Mühle began as a family business in 1834 in Rügenwalde, a town in Pomerania, which was already known for its sausage specialties. In 2014, Rügenwalder Mühle expanded its range to include meat-free alternatives. At the moment 24 products belong to this product line and the range is increasing steadily. Rügenwalder Mühle plans to generate 40% of their sales by 2020 with the vegetarian/vegan product line. The company’s key values include mutual appreciation, tradition, and innovation, as well as health and sustainability, all of which are seen as vital to the company and its development.

Simply V

With the vision to create plant based alternatives for cheese products, a team of experienced milk producers decided to reconsider the traditional production of cheese. Their aim is to protect the environment and the earth’s resources- not only for today but for future generations. It was important to them that their vegan products taste just as delicious and satisfying as their dairy-based alternatives.








ProVeg Deutschland e.V.
Genthiner Straße 48
10785 Berlin


Tel: +49 30 29 02 82 53-48